Manager - Brand Activation

Job description

To drive superior one-to-one consumer engagement programs across the portfolio of food brands, which, while delivering scale and extendability:

• Enable consumer product trial/sampling
• Disseminate key product benefits
• Bring alive the brand experience for the consumer by ensuring the design & implementation of activation programs in line with brand guidelines, within the stipulated time, at optimal cost, and superior to the competition.

Key Objectives

• Quality of implementation of consumer programs
• No. of programs implemented for each brand cutting across various touchpoints (eg: Home including resident welfare associations, IN-Store, Out of Home Points of congregation - Malls, Cinemas, Haats, Exhibitions, Kitty Parties, Horeca’s)
• Delight the consumer at every touchpoint
• Implement and strictly monitor evaluation metrics and checklists that ensure requisite quality of people & materials for various kinds of programs
• Collection of consumer databases
• Cascading standardized training modules for brand promoters and conducting quality checks on the ground to check adherence to the same
• Build a network of high

Quality Agencies

• Participate in conducting pitches to onboard agencies by activation type
• Ensure adherence to standardized costs by activation type
• Regular reviews based on execution quality measured through set performance criteria for the agency
• Implement quality and audit systems
• Audit implementation quality
• Daily/weekly/monthly reports on programs that enable timely and actionable feedback to all stakeholders
• Cost per contact to be benchmarked to the best in the industry
• Continuously drive down cost per contact through both efficient and effective means
• Working effectively with all partners to drive buzz, scale, and smooth implementation.

Requirements

Knowledge

• Brand objectives and role of consumer activation for each brand.
• Research methodology and techniques to evaluate activation programs.
• Best practices - Do's & Don'ts of different engagement points.
• Materials, costs, and times for fabrication of various elements involved.

Skills

• Ability to understand and develop standardized & measurable processes on training, audits, information flow, and evaluation
• Influencing skills to ensure process adherence by both internal and external stakeholders
• Budget monitoring
• Negotiation with agencies & vendors.

Attitude

• Complete ownership of the one-to-one consumer engagement touchpoint.
• Personal demonstration and presence in the programs to obtain "unfiltered" feedback.
• Ability to respond quickly to opportunities. o "Nothing is impossible" approach.